Brain Studies and Conversion

Brain Studies & ConversionYulia V SmirnovaSite Experience Manager @ Walmart.com UShttp://www.linkedin.com/in/ysmirnovaBlog: www.memesponge.com@memespongeAug 25, 2012

Brain Studies &Conversion

Attention= mental $$$

Attentiondrives any human action

David Copperfield Magician Source: Google image, YouTube

3 ways to Manage Attention①Control the Stage Experience②Sprinkle Dopamine into Site Experience③Pump up Oxytocin into Shopping Experience

Control the Stage ExperienceBe a magician Take shoppers attention where you want it to go

Decision Making in a Human Brain Source: David Rock, Your Brain at Work

Decision Stage in a Human Brain NOT XXXL size

Decision Stage in a Human Brain Likely xs size

Control the Stage ExperienceReduce Functionality

Control the Stage ExperienceLimit & Guide Implicitly Source: Dan Lockton, Design with Intent, Perception Lens

Control the Stage ExperienceSimplify, Automate, Integrate

Control the Stage ExperienceDo the AUDITION for THEM Source: Holly Carrington , IRCE 2102

Control the Stage ExperienceBe a magician Reduce, simplify, guide implicitly Do the work for them Source: Google image

Sprinkle Dopamine into Site ExperienceOrganic chemical in human brain springs our thoughts and muscles in action, helps to focus attention Source: Google

Sprinkle Dopamine into Site Experience Source: my Facebook feed

Sprinkle Dopamine into Site Experience Novelty, Surprise, Humor Source: Etsy.com

Sprinkle Dopamine into Site Experience Novelty, Surprise, Humor

Sprinkle Dopamine into Site Experience Novelty, surprise, humor activate dopamine Dopamine re-focuses attention It feels like a reward Sometimes, it’s addictive Source: Daniel Amen, Your Brain in Love

Pump Up Oxytocin into Shopping Experience

Pump Up Oxytocin into Shopping Experience  Organic chemical in human brain triggers bonding, attachment, also known as a “Love hormone” Source: Daniel Amen, Your Brain in Love

Pump Up Oxytocin into Shopping Experience HUMANIZE“Your shopping cart is so needy….”

Pump Up Oxytocin into Shopping Experience HUMANIZE

Pump Up Oxytocin into Shopping Experience HUMANIZE Source: TeaCollection.com

Pump Up Oxytocin into Shopping Experience Integrating social, humanizing shopping xp activates oxytocin Oxytocin drives repeat visits Repeat visits reinforce focused attention now or later Eventually, they convert & bring entire village with them

3 ways to Manage Attention① Control the Stage Experience② Sprinkle Dopamine into Site Experience① Pump up Oxytocin into Shopping Experience

3 ways to Manage Attention 2.1. Make Surprise it easy me 3. Be human

Attention is more than $$① Attention = intention② Focused attention = action③ Repeat focused attention = retention

Muita Obrigada Yulia V Smirnovahttp://www.linkedin.com/in/ysmirnovaBlog: www.memesponge.com@memespongeyulia@memesponge.com

Brain Studies and Conversion

by Yulia Smirnova on Sep 25, 2012

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